Ad Disclosure Standards (FTC, IAB)

Disclosure compliance is standard. FTC, IAB, practice.

Why disclosure standards matter

FTC violations damage brand and trigger penalties. Industry self-regulation (NAD, IAB) supplements. Disclosure compliance is now standard practice, not optional.

FTC requirements

• Endorsement Guides (16 CFR 255).
• Material connection disclosure.
• Truth in advertising.
• Substantiation of claims.
• Comparison advertising rules.
• Native advertising disclosure.
• Influencer disclosure.

IAB standards

• Native advertising labeling.
• Disclosure language standards.
• Programmatic transparency.
• Cross-device measurement.
• Privacy compliance.

Disclosure practice

• Clear and conspicuous.
• Above-the-fold visible.
• Plain language (no jargon).
• Multi-platform consistency.
• Audio disclosure for audio content.
• Visual disclosure for visual content.

Advanced playbook

• FTC compliance review process.
• Influencer contracts with disclosure clauses.
• Native advertising labeling.
• Substantiation files for claims.
• AI content disclosure.
• Cross-platform consistency.
• Annual compliance training.
• Legal review of disclosure language.
• Industry standard monitoring.
• Annual compliance audit.

Mistakes

• Disclosure buried in fine print.
• Influencer contracts without disclosure.
• Native advertising labeling weak.
• Substantiation files missing.
• AI content not disclosed.
• Cross-platform inconsistency.
• Annual training absent.
• Legal review skipped.
• Industry monitoring absent.
• Compliance audit annually skipped.

Checklist

• FTC compliance review process
• Influencer contracts with disclosure
• Native advertising labeling
• Substantiation files for claims
• AI content disclosure
• Cross-platform consistency
• Annual compliance training
• Legal review of disclosure language
• Industry standard monitoring
• Annual compliance audit

Part of the Marketing Ethics & Compliance series.